“Eat Like Me = Look Like Me:” A Content Analysis of Healthy Lifestyle, Nutrition and Clean Eating Social Media Content

There is growing interest in the effect of TikTok and Instagram on body dissatisfaction and eating disorders in young women (Vandenbosch et al., 2022 ). However, little is known about how exposure to nutrition- and exercise-related content on these platforms relates to Orthorexia Nervosa (ON), a condition characterised by an obsession with consuming foods deemed “healthy” and “pure,” rigid dietary rules, and psychological distress upon violation of these rules (Donini et al., 2022 ). ON is distinguished from normative healthy eating in that individuals may eliminate entire food groups, increasing the risk of nutritional deficiencies, and may withdraw from social interactions to avoid foods perceived as “impure” (Horovitz & Argyrides, 2023 ; Gkiouleka et al., 2022 ). Qualitative studies further highlight social withdrawal, including self-imposed social isolation to avoid dietary ‘transgressions,’ which can lead to friendship loss and emotional distress (Cheshire et al., 2020 ).